Re: Tracking Rich Media Banner Advertising
GLENN SMITH <gsmith_at_digitalbridge.com> WROTE:
> I've been told that Rich Media banners cannot be
> tracked from a click through standpoint, but can be
> tracked by impressions. Is that true, and does anyone
> on this list know of an Ad Serving service that does
> track rich media impressions and click throughs?
It is true that there are issues in tracking clickthrus
from rich media advertising delivered by another party.
In general the clicks are only recorded on the system
actually hosting the creative. This is due to the fact
that the publisher system is unable to interact
directly with the creative, only with the rich media
redirect. As Marlin's techs have indicated there are
ways around this if the tracking of clicks in all
systems is extremely important.
We recently overcame this issue with a large e-commerce
advertiser using DART as their third party system.
Traditionally only the DFA system (hosting the actual
creative) tracked clickthrus. Our publisher system was
only able to track impressions. By adding an extra step
in the RM creation process, we are now able to track
clickthrus in both systems.
The other, perhaps simpler, option is to request a
login to the third party system for any particular
campaign. It must be noted, however, that statistics
dropout issues need to be addressed. Usually the
addition of timestamps in particular areas of the
request URLs is effective in bringing dropout within a
manageable level.
This is a common problem, although with a little extra
effort it can be overcome. It is a matter of balancing
the importance against the effort.
Regards,
Damien Healy
Technical Innovations Manager
adlab - BMCMedia.com
Received on Tue Oct 31 2000 - 14:51:19 CST
